There used to be a time when you’d buy an Apple app by paying for it once and never again. Then along came the idea of app subscriptions, and slowly but surely, Apple has started selling more and more of its software products through recurring payments. From iCloud+ to Apple TV, there are many ways to spend your cash on Apple’s wares on an ongoing basis.
Today, Apple flogs bundles of its own apps to its users, with Apple One in particular offering a cluster of apps for a single monthly price. And Apple hasn’t stopped there, with the Creator Studio package being introduced a few months ago for users of its artistic apps.
But while these app groupings ostensibly give you a way to get the software you need without paying multiple subscription fees, I’m starting to worry about how they restrict your choices and force you down avenues you might not want to travel.
Not only can they be expensive, but they’re also inflexible, giving you very little ability to customize them to your needs. If subscriptions are the future of app monetization, then Apple needs to do a whole lot better.
Enter the Creator Studio
Apple likes to portray itself as the company of creatives — think about its “Here’s to the crazy ones” or “I’m a Mac” commercials of days gone by. And the firm already sells apps made specifically for this demographic, including Logic Pro, Final Cut Pro, Pixelmator Pro, and more. So it makes sense that Apple would want to offer a software suite that grants interested users access for a single fee, instead of requiring several payments, whether one-off or ongoing.
That’s what you get with the Creator Studio, which is priced at $12.99 / £12.99 / AU$19.99 a month or $129 / £129 / AU$199 a year. In return for your cash, you get a pass for the following apps:
- Final Cut Pro
- Logic Pro
- Pixelmator Pro
- Keynote
- Pages
- Numbers
- Motion
- Compressor
- MainStage
And yes, some of these apps — like Keynote, Pages, and Numbers — are already free, but pay the Creator Studio entry fee and you get “a library of high-quality, royalty-free photos and graphics, and powerful intelligence features” in addition to what comes with the toll-free editions, Apple says.
Considering Logic Pro alone costs $199.99 if you want to buy it outright (rather than pay an ongoing subscription), this package might seem like a rather good deal. But it’s not the price that I’m interested in — it’s the way app bundles like Creator Studio work.
Right now, there are two main app collections available from Apple: Creator Studio and Apple One. While Creator Studio contains the aforementioned creative apps, Apple One starts at $19.95 / £18.95 / AU$24.95 a month and comes with 50GB of iCloud+ storage, plus memberships to Apple TV, Apple Music, and Apple Arcade.
There are two additional tiers, with the most expensive costing $37.95 / £36.95 / AU$49.95 a month and throwing in 2TB of iCloud+ storage, Apple Fitness+, and Apple News+, in addition to what’s already in the entry-level option.
But what if you want to mix and match your apps and services from Apple? What if you want, say, Logic Pro and Final Cut Pro from Creator Studio, plus Apple Music, Apple Fitness+, and Apple News+? Well, you’re going to have to either take out the top Apple One bundle and separately buy those creative apps outright, or you’ve got to pay for memberships of two distinct ongoing subscriptions.
In this instance, combining Creator Studio with the most expensive edition of Apple One means paying $50.94 a month when all you want are five apps. The rest of the content you pay for is superfluous. Throw in AppleCare+, and you’re forking out even more.
Apple gives practically no flexibility or customization with its app collections. You can’t mix and match apps and services, and if there are some you want from both subscriptions, you’ve got to pay for both. That makes it an incredibly expensive way to go.
But with Apple seemingly getting evermore enthusiastic about subscriptions — and the revenue they bring in — don’t be surprised if this state of affairs continues.
Is there a better way?
You might feel that, since Creator Studio is relatively new, Apple is still working out the logistics of how to sell the apps and services it contains. But Apple is no stranger to subscriptions. It’s been offering the likes of Apple Music and Apple Arcade for years now, so it knows a thing or two about how to structure subscription offerings.
Is the lack of flexibility here and the absence of any way to pick and choose apps a deliberate policy on Apple’s behalf? We can’t know for sure, but it’s not a good look.
While the Creator Studio might seem like a decent bargain on its face, it becomes considerably less so if you’re not interested in everything it offers and want to pair its apps with those from the Apple One bundle.
Considering how keen Apple seems to be on subscriptions, I’m surprised it doesn’t offer individual memberships for each component app within these packages. For instance, why is there no individual subscription for Pixelmator Pro? Instead, you’ve got to choose between a one-off fee or the full Creator Studio.
If Apple were to go down this route — and it’s what I’d do if I were CEO-to-be John Ternus — it would instantly solve the problem of pairing different apps from different collections. You could simply add whichever apps you wanted to your own “build a bundle” package and get exactly what you need for a more acceptable price.
But that kind of process doesn’t seem to be anywhere on the horizon. There are no rumors saying it’s coming, no telltale clues nestled in Apple’s code. Don’t hold your breath for its imminent arrival.
Until we do get something like that, Apple customers are going to continue to feel ripped off by a rigid, inflexible system that is happy to take their cash in return for apps they don’t want or need. It’s a situation that’s in desperate need of a rethink.
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